Abstract

The focus of this dissertation is to analyse the attitudes of Turkish women who belongs to different age groups when purchasing domestic and foreign branded clothing. The effect of country of origin, brand versus country of origin, country image, brand image, ethnocentrism and conspicuous consumption have been evaluated in order to understand consumers' preferences of foreign versus domestic brands in clothing.

To conduct this study literature review and interview methodology has been used. The interview has been conducted in Istanbul which has the highest population in Turkey by 10 women interviewees who are in different age group.

The results of this study suggest that different age group of women consumers in Turkey have different attitudes towards foreign and domestic branded clothing.

Generally, with the strong effect of brand image, women in Turkey prefer to buy both domestic and foreign brands. However, young people are keener to buy foreign branded clothes to have a statue in the society whereas older people who are over 51 more willing to buy domestic branded clothes because of the belief of high quality of Turkish brands which ethnocentrism plays apart in their decision.